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We have all heard someone say, "I have a song stuck in my head!" But I have a question, "have you ever heard someone say, "I have a number stuck in my head?" Usually not. Unless that number is "five eight eight...two three hundred...Empire."
Everyone who has heard that jingle can't forget that telephone number. Why? Because music effects the brain in a different way than the spoken word. You can repeat something to someone 10 times but if that same person hears it sung 3 times he will have a better chance of remembering it. O.K. Here is the deal. The radio station you are advertising on will record your commercial for free. That means after you agree on copy (which is radio jargon for script) your account executive will prepare everything that is needed and send it on to a department within the radio station called the creative division or department. The end product they produce for you can be very creative at times. Depending on how talented the employees are at the station, sometimes real gems can come from this process. But here is what I want you to consider.
One of the DJs at the station, after completing her on air shift will go into another studio at the station where the commercials are created. She will then take the next script (copy) from the stack and after rehearsing it a couple of times read it over canned music. Once that commercial is completed, she will then go on to the next one, and so on. Now don't get me wrong here, most of these radio personalities are professionals who have the process down to a science. But ultimately, what you end up with is a bunch of commercials that can sound pretty much the same.
How can you make your commercial stand out above all that radio clutter? Two ways: 1) Create a great piece of copy that does not sound like a commercial. 2) Create a musical jingle that will stick in the ears of listeners like "It's a small world after all" at Disney Land. I hope you don't have that song stuck in your head just from the mere mentioning of the title! That can happen and that is what is called branding but lets not get ahead of ourselves here. First I will explain the benefits of a jingle and the difference between fishing and branding. Then I will show you the pros of hiring me to create your jingle instead of a big jingle company. The benefits of a jingle.
As I have alluded to before, music affects us differently than the spoken word. There would not be so many companies using jingles if this were not true. How a jingle campaign is used, however is a different story. Someone who needs your products or services is listening to the radio or watching TV right now. If that person hears or sees your commercial at this very moment, that is fishing. Fishing is hoping that a person who needs what you have is being exposed to your commercial right now. Branding is different. Here is how it works: A man is on an island with no radio, cell phone or any other electronic device. He suddenly thinks to himself, 'when I get back home I am going to need new tires for my truck'. Immediately, "Jambo Jenkins Tires" pops into his mind. That is because, Jambo Jenkins was clever enough to use a professional jingle. It is the music that sticks like glue. It is the music that comes to mind first. Remember, say something 10 times you might remember it. Hear it sung 3 times, it is stuck. If done correctly. Why hire me? First. I have 28 years experience. I started creating jingles when I lived in Los Angeles California in 1982. I also wrote music for several cable channels and scored some low budget films. I worked with major advertisers and learned about "pain pleasure" commercials, neuro linguistic programming, and other cutting edge technologies of the time. Second. I won't just produce a jingle; I will write you a song! You will get a complete 60 second song, then 60 second and 30 second variations of the music. Instrumental versions for months when you have a lot to say. Versions with vocal tags at the beginning and the end. I will supply you with everything you need to create and then brand your new musical identity. Third. My prices are lower than any other jingle company of my caliber. Fourth. I will advertise your company, using word of mouth advertising, at my live performances. Fifth. Your jingle will be put on a CD called "Jonathan Cummings Bonus Material" and will be given away for free to those who purchase my CDs and merchandise. Sixth. When I make it big, so will you. Well, maybe that is wishful thinking at this point, but anything is possible. Any other ideas? Send them my way. I am always looking for new ways to add value. Jonathan Cummings Productions P.O. Box 1137 Port Salerno, FL 34992-1137 (772) 919-5235 jonathan@jonathancummings.com |
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Download Jonathan's latest project for free! If you would like to make a donation to the artist, Jonathan Cummings, it is very much appreciated. |
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